SwellPath Releases 2012 Holiday Footwear & Apparel Ecommerce Study

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New report released by SwellPath shows not only giant gains in mobile and tablet device usage for shopping online, but also insights into the effect of social networking sites on holiday sales for online stores.

SwellPath, a Portland-based analytics and search marketing agency, released its 2012 study on ecommerce data for the 2012 holiday shopping season, for the apparel and footwear industry. The study is based on data from

Key findings from 2012 include metrics on the overall increase in activity and sales, the increase in shopping via mobile and tablet devices, the increase in sales via Facebook and Pinterest, and the growth of unidentifiable search traffic as a result of Google’s [not provided].

Online stores in the apparel and footwear industry saw healthy growth in top e-commerce metrics for the holiday shopping season in 2012 compared to 2011. Visits and Transactions grew 22% and 17% respectively year over year.

The explosive growth in tablets use resulted in an increase in tablet visitors of 266%, and 400% in transactions from those visitors. Overall, mobile and tablet devices accounted for a traffic share of 36% in the 2012 holiday season, compared to 16% in 2011.

Search data from Google continued to be harder to analyze, as a result of the ‘[not provided]’ search term making up 29% of total organic traffic; a 107% increase over 2011.

Social networking sites Facebook and Pinterest showed solid growth in assisted and last-click conversions. Meanwhile, Twitter decreased 77% in assisted conversion value over 2011, and 2% in last click conversions.

The entire report can be downloaded at http://info.swellpath.com/2012-holiday-apparel-ecommerce-study/

About SwellPath
SwellPath is a digital measurement and search marketing agency based in Portland Oregon in the United States. The agency focuses on helping clients put data driven marketing programs in place in order to grow traffic, increase conversions, and understand visitor behavior. This manifests through Google Analytics consulting, SEO consulting, and digital advertising management services. Their partial client list includes Icebreaker, Ariat, Nau, Horny Toad, Sseko Designs and Keen Footwear

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Charles Voloshin
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